Macadamia Service Management
About Us
Our Origin
Macadamia Services Management (MSM) is brought to you by a founder, Cobus Kok, whose life is steeped in South Africa’s macadamia story. From as early as 1974, the family farm planted macadamias as a pioneering venture when the industry was virtually non-existent in the country.
Cobus’s father Louis drafted the SAMAC Constitution and assisted two very influential pioneers, Prof Kas Holtzhausen and Philip Lee, in founding the association. Cobus himself has more than 25 years of experience in the production, processing, and marketing of macadamias. During this time, he became acutely aware of what was needed for the macadamia industry to establish its long-term prosperity and has now redirected the family business towards providing these solutions through MSM.
Cobus Kok brings more than two decades of experience in the production, processing, and marketing of macadamias. Over time, that experience made one thing increasingly clear: the industry’s long-term prosperity depends not only on production growth, but on stronger market structure, better transparency, and healthier incentives across the value chain.
MSM exists to help build those solutions.
Louis A. Kok (1934 - 2009)
MSM is Born
The macadamia industry has grown, but growth alone has not solved its deeper structural problems.
Origin countries have lost pricing power, information remains unevenly distributed, trade can still be opaque, and too much value is captured too far from the source. MSM exists because the industry needs more than activity. It needs better structure.
That is why MSM’s work spans market intelligence, verification, listings access, support services, and the longer-term development of a stronger market framework for the industry.
Directors
Cobus Kok
Managing Director & Founder
Leon Doyer
Board member
Org van Rensburg
Board member
Our Vision
MSM’s vision is a stronger, more transparent, and more investable macadamia industry.
We believe the industry needs better market visibility, healthier price discovery, more structured participation, and stronger alignment between those who create value and those who realise it. Over time, this means building the market architecture required for better trade, better financeability, and more balanced growth across the value chain.
Our Mission
MSM’s mission is to unleash the incredible power of ingenuity vested in digitally connected ecosystems to support the critical need for an independent company that provides structures, guidelines and mechanisms for information exchange, and facilitates communication of information of an aggregate nature that will enhance healthy collaboration and synergy within the macadamia industry. This will include a price discovery mechanism that would aid in getting rid of the maturity pains of an evolving Industry and also aid in expediting efforts to grow the market.
MSM works to support clearer rules, stronger standards, and more orderly mechanisms for market participation and trade.
By supporting better information flow, clearer product and supplier visibility, and stronger verification, MSM helps reduce uncertainty and improve confidence across the chain.
MSM aims to support a market environment where producers, processors, buyers, and other participants can operate with greater trust, co-ordination, and commercial clarity.
Act as an anchor entity to simplify entry and stimulate growth for new entrants and product value-adding entities.
MSM aims to support a market environment where produce can become a more secure and financeable asset through better standardisation, visibility, and stock security. Over time, this creates a stronger foundation for collateral-based financing and healthier liquidity across the value chain.
